Councillor Andrew Fear said that while he agreed the site needed to be developed he had reservations about the proposed plans.

The Seabridge representative, who works as a university lecturer, said: “This plot woefully needs redevelopment and has for a very long time. I have two main concerns though, one of which is parking – there is a more reasonable number than in some cases but the application is 200 spaces short.

“Modern students have cars and you don’t see many of them just hopping onto a bus. If I lived on London Road I wouldn’t be concerned because I would have a parking space but if I lived across the road, or further up, I would be worried.

“I have been cycling up and down Keele Bank for 20 years now and I am yet to see a student on a bike going to university.”

Bristol Street Motors

The developer has provided 30 spaces for residents in properties along London Road and an additional 20 so visitors and delivery drivers can access the homes.

Parking restrictions will also be imposed along London Road, and the developer will be required to make a £15,000 financial contribution to improve the bus shelter and provide real time passenger information displays.

Mr Fear added: “The other thing bothering me is that they are horrible buildings and it is the usual ‘crisp and contemporary’, which means boring and featureless.

“It’s a shame we’re not firmer trying to get decent buildings. A light recessive colour would be fine in a hill, light grey is going to stain.

“In certain places it could be in a pattern so people walking from the park would see greenery meaning the eye would carry further. I would like to see the colour changed on those parts.”

Councillor Chris Spence echoed the concerns about the appearance of the apartment blocks and said he was going to suggest 'red brick' rather than the current grey design.

Councillor Simon Tagg welcomed the development and labelled the site an 'eyesore' because it had not been used in a number of years.

Planning officers at the borough council had recommended the scheme for approval.

The report to committee stated: "The site is in a very sustainable location close to the town centre. The development scheme uses redundant, previously developed land in need of rejuvenation. The design of the scheme is considered to be attractive and complementary to the local townscape."

Access to the site will be via Brook Lane and Lyme Valley Road, but drivers will be unable to exit onto the latter. A new signal-controlled junction will be built on London Road.

Facilities available at the site will include gyms, laundrettes, and roof gardens.

The committee voted in a margin of 10 to one to approve the development providing the developer submits a plan for the materials and colour of the external facing walls.